Spring Conference 2010
Friday, March 12 · Georgetown University

9-10 a.m.

General Session and Keynote: Reaching the Youth Market
Welcome: CCA President Cathy Loranger
Chris Kormis, Associate Dean for Marketing and Communications, Georgetown University's McDonough School of Business

Peter Zollo, founder and CEO of TRU, will share his firm's latest insights about Millennials, a cohort that includes high-school and college students (as well as recent college grads). From discussing opportunities in the current economic environment to describing how Millennials are an attitudinally distinct group, Zollo promises to bring this critical age group to life for us, while inspiring our own ideas.
Lohrfink Auditorium

10:30 a.m.

Concurrent Sessions
Social Media Strategy — A Panel Discussion
Join Jake Earl from Marymount and Richard Mitchell from Georgetown University in a panel discussion about using Facebook, Twitter, Ning, Zinch, and other social media tools to communicate strategically to key stakeholders.
Georgetown University Hotel and Conference Center, Salon A

How to Write a Crisis Communications Plan
Practice leaders from APCO, a public affairs and strategic communications firm with 23 offices worldwide, will present on how to build a crisis communications plan for the 21st century.
Lohrfink Auditorium

The Anatomy of a Marketing Campaign
All marketing campaigns start with a good idea, but well-structured, integrated campaigns are the ones that go from good to great. In this session Melissa Richards and Cecelia Crow from Virginia Tech will walk you through a proven six-step methodology for strategically managing your next marketing campaign and feature real examples of successful execution. You'll leave with a campaign brief template solid enough to keep even the busiest marketer on track from start to finish.
Georgetown University Hotel and Conference Center, Salon B
Download this presentation (PDF format; 4.05 MB)
Sample campaign brief template (DOC format; 122 KB)
Sample product promotion plan template (DOC format; 49 KB)
Sample website project brief template (DOC format; 52 KB)

1-2 p.m.

Concurrent Sessions
Breaking Into the D.C. Media Market
Washington, D.C., is home to numerous media outlets - all of strategic importance to our institutions. JoinPaul Fain from The Chronicle of Higher Education, Dan DeVise from the Washington Post, and other Washington-based media insiders, to learn how to get both national and regional coverage of your school through the D.C. market.
Lohrfink Auditorium

Writing for the Web
In today's world, an ineffective Web site is a liability to your business or organization. Users have limited time and patience and want full control of the interaction. If you don't hook them, your competition will - and they're only one click away! To use the Web effectively, you need specific knowledge of Web-writing principles and the skills to apply that knowledge consistently. Learn both in this session, presented by the director of University of Richmond's Web and editorial strategy.
Salon A Download this presentation (PPT format; 2.57 MB)

How a Rapper, a Wrestler, and a Big, Maroon Hawk Launched a Classic Brand
In this case study, Blair Garland from Roanoke College will share practical lessons from the brand launch that won the Grand Gold Award from CASE and was featured in Advertising Age magazine. Starting with a solid, highly integrated branding platform, Roanoke used viral marketing and social media tied to a mascot contest to naturally spread the brand's language. Whether you are looking for tips on how your institution can create a new brand or better live its existing one, you will benefit from this session.
Salon B Download this presentation (PPTX format; 7.05 MB)

2:15 p.m.

Concurrent Sessions
Pitching to the Media
Whether you're new to the field of media relations or an old pro, the ever-changing landscape of news outlets and the constant demands on reporters present new challenges for university relations professionals looking to land positive coverage. Join Dan Drummond and Paul Rodriguez of the international firm Burson-Marsteller as they walk you through the steps to score a media relations victory for your institution. From the basics of writing a pitch and determining the right reporters to more advanced topics on navigating blogs and atypical media outlets, finding the right media database, and catching the attention of a busy reporter, the pair will help you revive and reshape your media relations program.
Lohrfink Auditorium

Crisis Response: Utilizing Social Media in a Crisis
Edelman Worldwide, the largest independent public relations firm in the world, will show you how you can use social networking to anticipate and defend against a crisis.
Salon A

Marketing to Non-Traditional Students: A Panel Discussion
Join Holly Walker from John Tyler Community College, Christine Rials from The George Washington University, and Francesca Reed from Marymount University in a panel discussion about tips, success stories, and strategies for reaching out to non-traditional prospective students.
Salon B